Media Relations and Your Catalog (940 words)
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Baer re-emphasized that media mentions are golden because, unlike advertisements, press coverage means an unbiased source is passing along the (hopefully positive) word on your company.
Lisa Hahn, president of Caugherty-Hahn Communications in Glen Rock, NJ, suggests catalogers start a PR campaign early and sustain it, but warns, "PR should not be used thinking it will drive dollar-for-dollar return, in terms of sales, unless you have strict measurement controls in place to ask the question, 'How did you hear about us?' Most companies don't."
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